A study on driving factors for enhancing financial performance and customer-centricity through digital banking

Abstract

Purpose This study aims to develop a customer-centric model based on an online customer experience (OCE) construct relating to e-loyalty, e-trust and e-satisfaction, resulting in improved Net Promoter Score for Indian digital banks. Design/methodology/approach This study used an online survey method to gather data from a sample of 485 digital banking users, from which usable questionnaires were obtained. The obtained data were subjected to thorough analysis using partial least squares structural equation modelling to further investigate the research hypotheses. Findings The main factors determining digital banks’ OCE were perceived customer centrality, perceived value and perceived usability. Additionally, relevant constructs were evaluated using importance-performance map analysis. Research limitations/implications This study used convenience sampling for the urban population using digital banking services; therefore, the outcome may be generalized to a limited extent. To further strengthen digital banking, it would be valuable to imitate studies in other countries. Originality/value There is a lack of research on digital banking and OCE in India; thus, this study will help rectify this issue while providing valuable insights. This study differs from others in that it examines the connections between online customer satisfaction, loyalty, trust and the bottom line of financial institutions using these factors as dependent variables instead of traditional measures.